El efecto de la moda sostenible en las actitudes y comportamiento de los jóvenes: caso de estudio universitarios quevedeños
Resumen
La industria de la moda rápida es considerada la industria más contaminante del mundo debido a la sobreproducción textil. Para abordar las preocupaciones ambientales, los minoristas de la industria han promovido la moda sostenible a los consumidores en los últimos años. La percepción de Jóvenes Universitarios sobre la ropa sostenible en la moda sostenible influye en el desarrollo de estrategias de marketing en la industria. El propósito de este estudio es explorar las correlaciones entre la conciencia del consumidor y la disposición de los consumidores jóvenes a comprar ropa sostenible. Este estudio utiliza la metodología tanto cualitativa como cuantitativa y usa datos de una muestra de 153 Jóvenes Universitarios en la ciudad de Quevedo, los hallazgos indican que la conciencia del consumidor sobre el marketing sostenible tiene un efecto directo en la disposición de los consumidores a comprar ropa sostenible. Sin embargo, la sensibilidad al precio tiene efectos directos en la disposición de los consumidores a comprar ropa sostenible. Los consumidores que están más dispuestos a comprar ropa sostenible tienen pocas probabilidades de pagar más por ropa sostenible y viceversa, aunque los que están más dispuestos son la minoría, lo que indica una alta sensibilidad al precio que a su vez afecta la disposición de los consumidores a comprar ropa sostenible.
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Derechos de autor 2024 Jenny Maldonado Castro, Ángel Boris Maldonado Castro, Jonathan Andrés Cervantes Correa
Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-SinObrasDerivadas 4.0.
